Creating campaigns with dynamic, engaging and
personalized content is key to success in email marketing, but is often easier
said than done. Premade templates can serve as a stepping stone for crafting
emails, and Campaigner offers hundreds of standard and responsive designs to
choose from. Today we’re launching our Articles feature to make it even easier
for marketers to craft brand consistent campaigns with customizable elements
within Campaigner’s platform, and in tandem with our templates and Landing Pages.
Articles -- a feature now available for all
users -- give email marketers the ability to create their own design elements
in HTML while ensuring their code remains dynamic and adaptable across all
campaigns. Instead of building components like headers and footers with each
message, Articles allow marketers to easily customize these elements in HTML
and save them for reuse in upcoming messages and campaigns.

The Articles feature is essential for
marketers who need brand consist…

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Always show benefits to customer

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When crafting an email newsletter, it may be easiest for a marketer to create content around the newest industry stories, company successes and the latest product developments. However, many advertisers recognize that the campaign will be largely unsuccessful if the message subject is only concerned with the business. The email must be geared toward the consumer.

Recipients will not be encouraged to read the email or visit the company's website if there is nothing in it for them. According to e-Marketing Innovation, at least 50 percent of a given newsletter should provide a direct benefit for the consumer. If the amount of advantageous content is lower, the source warns opt-outs will most likely occur. Many marketers may consider presenting readers with coupons or other cost-saving benefits that can be garnered by a call to action - either opening the message or visiting the company website.

The National Business Review, based out of New Zealand, also reported that normal news stories can be tailored to apply to the interests of recipients. For example, the source noted, a story about the firm releasing a new book can explain why a customer would enjoy the book.